How to avoid becoming a one-trick pony agency through strategic planning
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Strategic thinking is critical to business. But we've moved away from it towards 'productized' services and feature-driven products. Learn why tactics-driven business can hurt your organization, and how to deliberately apply strategic thinking to what you do, no matter whether your a services or products company.
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How to avoid becoming a one-trick pony agency through strategic planning
- 1. HAND-WAVY ONE TRICK PONIES GET SHOT STRATEGY, SERVICES & WHY WE GET FIRED CONTENT IDEATION STUFF The leading interactive internet marketing agency Ian Lurie @portentint www.portent.com
- 3. portent.co/onetrickpony Yes, like this, no ‘m’.
- 4. REMEMBER THIS, IT’S IMPORTANT
- 5. THE PROBLEM WHAT ‘STRATEGY’ IS HOW TO BE STRATEGIC 1 2 3
- 7. I GOT FIRED
- 8. THE 3 STAGES OF GRIEF
- 9. J hey, no worries, we did great work together, i understand. you can hire us again when you leave that dump hehehehehe. MATURE ACCEPTANCE
- 10. J we did great work together. they can hire us again when they leave that dump hehehehehe. RATIONALIZATION
- 11. L what the hell?!!! FRUSTRATION
- 12. WHY?!!!
- 13. I DID A SURVEY
- 14. FIRED BECAUSE… WE/THEY FAILED TO DELIVER VALUE 100% 50% 0% Agency Client
- 15. PORTENT NET PROMOTER SCORE: PASSIVES & DETRACTORS Value Transparency Cost
- 16. WHY?!!!
- 17. CHECK OUT THE SEO!!!!
- 18. BUT WHY?!!!
- 19. HEY! PRODUCTS ARE EASIER!
- 20. LET’S ‘PRODUCTIZE’ OUR SERVICES!!!
- 22. sigh
- 23. DESIGN SEARCH MARKETING LOCAL SEARCH CONTENT MARKETING LINK BUILDING PAID LINKS WAP INBOUND MARKETING SEO VIDEO SEO SOCIAL MEDIA PAID SOCIAL MEDIA BLOG POSTING GUEST POSTING INSTAGRAM MARKETING PINTEREST MARKETING BANNER ADS MEDIA BUYING DEVELOPMENT E-COMMERCE DEVELOPMENT MOBILE RICH MEDIA INFLUENCER MARKETING DIGITAL PR AFFINITY MARKETING PERFORMANCE MARKETING AFFILIATE MARKETING ARBITRAGE CONTENT SPINNING CROWDSOURCED UPVOTING TWITTER MARKETING FACEBOOK MARKETING
- 25. THE TACTIC IS NOW THE PRODUCT
- 26. THE PRODUCT BECOMES A HIGHER RANKING
- 27. THE PRODUCT BECOMES A PRETTY WEB PAGE
- 28. THE PRODUCT BECOMES ONE FEATURE
- 29. CHECK OUT THE SEO!!!! check out my digital content app mobile marketing
- 30. CHECK OUT THE SEO!!!! OUR PRODUCT IS JUST LIKE _____ BUT FOR ___
- 31. IF THE TACTIC IS THE PRODUCT YOU’RE A ONE-TRICK PONY
- 32. CHECK OUT THE SEO!!!! NOOOOOOOOOO
- 33. THE TACTIC BECOMES THE GOAL
- 34. TACTICS LOOK EASIER OVER TIME
- 35. TACTICS SEEM LESS VALUABLE OVER TIME
- 37. “WE’VE NOW EDITED 32 TITLE TAGS” “TRAFFIC FROM ORGANIC SEARCH IS UP 10%” “THIS WEEK, WE DID THESE 10 THINGS”
- 38. THE CLIENT DOESN’T BUY A TACTIC OR A FEATURE
- 39. THE CLIENT BUYS AN OUTCOME
- 41. FIRED BECAUSE… WE/THEY FAILED TO DELIVER VALUE 100% 50% 0% Agency Client
- 42. MAKE THE OUTCOME THE PRODUCT AGAIN
- 44. CHECK OUT THE SEO!!!! yes please, strategy! better than bullets!
- 45. WHAT ‘STRATEGY’ IS 2
- 46. FIRST, FEW MYTHS MUST DIE
- 47. $40,000 please
- 49. “WE NEED A 2-YEAR STRATEGY”
- 50. “WE NEED A 2-YEAR STRATEGY” NO
- 51. THERE IS A STRATEGY
- 52. THERE IS A STRATEGY NO
- 53. STRATEGY = GOAL
- 54. STRATEGY = GOAL NO
- 55. STRATEGY A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL
- 56. STRATEGY A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL NO
- 58. STRATEGY ISN’T A THING
- 59. A PLAN IS A THING
- 60. STRATEGY IS AN APPROACH
- 61. STRATEGY TESTS & EXPLAINS TACTICS IN TERMS OF AN OUTCOME
- 62. STRATEGY TESTS & ADJUSTS TACTICS IN TERMS OF AN OUTCOME
- 63. STRATEGY DRIVES GOOD TACTICAL DECISION-MAKING
- 65. HOW TO BE STRATEGIC 3
- 66. FOUR COMPONENTS OF STRATEGY
- 67. SET GOAL(S) FIND PARAMETERS USE THE FEEDBACK LOOP DELIBERATE REPETITION 1 2 3 4
- 68. LURIE SPACE TOURISM OH, AND DON’T FORGET STRATEGY WEEEEEEEEEE
- 69. GOAL 1
- 70. A MEASURABLE OUTCOME THAT MEANS SUCCESS
- 71. YOU ARE HERE
- 72. OR HIGHER CUSTOMER VALUE OKEE DOKEY
- 73. PARAMETERS 2
- 74. CONSTRAINTS, OPPORTUNITIES AND METRICS
- 77. OPPORTUNITY: LOW BODY COUNT
- 78. webpagetest.org OPPORTUNITY: AWFUL SITE
- 79. Lurie Space Tourism 99% survival rate!!! WEEEEEEEEEE Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll find. We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers. 1.800.SPA.CERS Free space sickness kits! Fastest transit to Mars! Start your new life today! Space travel is cool! Another happy customer
- 80. webpagetest.org OPPORTUNITY: AWFUL CONTENT
- 81. Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll find. We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers.
- 83. YOU ARE HERE CONSTRAINT: TIME
- 84. CURRENT METRICS
- 85. FEEDBACK LOOP 3
- 86. EVALUATION AND SELECTION OF TACTICS
- 87. TACTIC/IDEA DOES THIS VIOLATE CONSTRAINTS? WHAT’S THE PRIMARY IMPACT? WHAT’S THE SECONDARY IMPACT? WHAT’S THE COST? PITCH/PLAN REFINE
- 88. MEASURE TACTICS AGAINST OUTCOME
- 89. ASK
- 90. IS THIS TACTIC, GIVEN PARAMETERS, THE BEST WAY TO ACHIEVE THE OUTCOME?
- 91. JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
- 93. SCHEDULE REGULAR STRATEGIC SESSIONS
- 94. ENSURE OUTCOME REMAINS THE FOCUS
- 95. THE WHOLE TEAM
- 97. 2 HOURS, MINIMUM
- 98. PUT IDEAS THROUGH THE FEEDBACK LOOP
- 99. LEAVE WITH AT LEAST ONE IDEA
- 100. SCHEDULE REGULAR CLIENT CHECKINS
- 101. PRESENT YOUR IDEAS TO THE CLIENT
- 102. EXAMPLES
- 103. IDEA 1: REDESIGN THE LST SITE
- 104. Lurie Space Tourism 99% survival rate!!! WEEEEEEEEEE Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll find. We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers. 1.800.SPA.CERS Free space sickness kits! Fastest transit to Mars! Start your new life today! Space travel is cool! Another happy customer
- 105. Messaging $25,000.00 Rewrite content $15,000.00 Information architecture $55,000.00 Design $65,000.00 Wordpress 12.1 setup $45,000.00 Mental remarketing setup $151,000.00 Total $356,000.00 *not adjusted for inflation
- 106. JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
- 107. CURRENT METRICS
- 108. OPPORTUNITY: ROOM FOR IMPROVEMENT
- 110. ASSET: GREAT IMAGES
- 111. CONSTRAINT: 1 YEAR TO MEET GOAL
- 112. TIME TO LAUNCH: 3 MONTHS
- 113. INCREASE CONVERSION RATE TO .6%
- 114. $22,500,000.00 9 months, remember
- 116. IDEA 2: SOCIAL AUDIENCE BUILDING
- 117. Mental remarketing $15,000.00 Post creation $55,000.00 Drone reposting $65,000.00 In-brain sentiment analysis $25,000.00 Total $160,000.00
- 118. JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
- 119. CURRENT METRICS
- 121. CONSTRAINT: 1 YEAR TO MEET GOAL
- 122. TIME TO LAUNCH: 3 MONTHS
- 123. TIME TO IMPACT ?????
- 124. 10 CUSTOMERS ATTRIBUTED LAST YEAR
- 125. DOUBLE AUDIENCE = 20 CUSTOMERS, AT BEST
- 126. $200,000.00 assumes instant impact
- 127. COULD BE MUCH BIGGER, BUT WE DON’T KNOW FOR CERTAIN
- 128. PARK IT FOR LATER
- 129. IDEA 3: HIRING AN IN-HOUSE TEAM
- 130. Full-time design team $210,000.00 Writer $55,000.00 Strategist $190,000.00 Nerd $90,000.00 Total $545,000.00
- 131. JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
- 132. CURRENT METRICS
- 134. CONSTRAINT: 1 YEAR TO MEET GOAL
- 136. TIME TO LAUNCH: 3 MONTHS
- 137. TIME TO IMPACT: 6 MONTHS?
- 138. HUGE IMPACT
- 139. BUT IT’LL TAKE 9 MONTHS
- 140. DISCUSS W/ THE CLIENT, BUT FOR NOW…
- 142. SET GOAL(S) FIND PARAMETERS USE THE FEEDBACK LOOP DELIBERATE REPETITION 1 2 3 4
- 143. CLIENTS & CUSTOMERS BUY AN OUTCOME
- 144. SO SELL THE OUTCOME THEY WANT
- 145. STRATEGY RECRUITS AND EMPLOYS TACTICS IN TERMS OF THAT OUTCOME
- 146. AND CONNECTS THE TWO.
- 147. Many services companies fail because they confuse tactics with outcome. A deliberate, strategic approach can fix that.
- 148. STRATEGY SAVES ALL ONE-TRICK PONIES BECAUSE THEY’RE NOT ONE-TRICK ANY MORE
- 149. CHECK OUT THE SEO!!!! i am da boss!!!
- 151. (METAPHORICALLY SPEAKING) HAND-WAVY OPEN FIRE CONTENT IDEATION STUFF Ian Lurie @portentint www.portent.com The leading interactive internet marketing agency portent.co/onetrickpony